On February 9, 2026, Cineverse announced the launch of Matchpoint Creative Labs (MCL), a new in-house agency based in Los Angeles. This initiative is designed to address the growing demand for creative advertising solutions across connected TV (CTV), free ad-supported streaming television (FAST) channels, and streaming services.

MCL will specialize in producing video advertising tailored specifically for CTV platforms, reflecting the industry’s shift as brand advertising budgets move away from static display ads toward streaming environments. Research from MNTN forecasts that CTV ad spending will exceed linear TV by 2028, reaching nearly $46 billion. Additionally, Nielsen reports that 66% of marketers plan to increase their OTT/CTV ad spend in 2025, up from 44% in 2024.

Operating within the Cineverse Technology Group, MCL aims to support advertisers and channel operators by combining creative direction, design, and production with advanced technology-driven workflows. This approach allows campaigns to scale efficiently and cost-effectively. Services offered by MCL include motion-first creative for on-air promotional spots, channel IDs, branding packages, and visual assets for special channel events.

These creative solutions are already in use across Cineverse’s owned and operated streaming properties and are now available to external partners, including brands and other streaming services. MCL is expected to generate over $4.5 million in revenue in its first year.

“As FAST and streaming services continue to expand, the need for high-quality on-air creative has become critical, yet many operators lack the traditional broadcast infrastructure,” said Tony Huidor, president of technology and chief product officer at Cineverse.

The Creative Labs unit blends traditional creative development, storyboard design, and human-led scriptwriting with generative AI-enabled workflows. This combination enables rapid development, versioning, and deployment of motion-based creative across ad campaigns and streaming channels. Initially, MCL will support Cineverse’s streaming networks, including Screambox (horror), RetroCrush (classic anime), and the Dove Channel (women’s entertainment).

“With this launch, Cineverse broadens its expertise beyond entertainment technology into the creative services space,” added Michele Edelman, EVP technology and GM of Matchpoint.

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